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A year removed from the pandemic, and there are a few lights at the end of the tunnel. Vaccines are rolling out, and digital ad spend is on the mend.
But the pandemic fundamentally shifted the advertising landscape in 2020. Stay-at-home orders forced brands to pull back on ad spend, and some of it never turned back on. On the other hand, new work-life dynamics led other brands to fill in the advertising void.
Higher education, design and consumer electronics brands saw the three biggest upticks in digital ad spend in 2020, according to research from Improvado, a marketing data aggregation system.
Improvado compiled data from third-party services, including SEMrush, SpyFu and SimilarWeb Pro, which together looked at spend estimates from 6,000 U.S.